“We can do that because we start with the user rather than with the channel,” Kulkarni said.
Smytten, a luxury product discovery and shopping app co-founded by Unilever’s former supply chain operations chief, Siddhartha Nangia, and Swagat Sarangi, previously Google’s head of business marketing in India, has been using Vizury’s browser notifications to re-engage and retain its users.
“We believe in being as minimalist and as unobtrusive as possible,” Sarangi said. “Browser notifications are a great idea provided they’re done with the highest order or relevance and restraint on frequency.”
The same is true for mobile push. According to data from Localytics, conversion rates are three times better for personalized push notifications, but by the same token, 46% of people said they’d turn off push if they received between two and five messages in one week.
Smytten is well aware of the light touch – and high touch – it needs to take.
“We are a platform with a strong focus on curation, [so] every communications and every notification we send is tailored to a customer’s individual feed,” Sarangi said.
The app, which recently launched an online companion site, has around 10,000 users, 80% of whom return on a weekly basis. It’s looking to grow its engaged user base by 10 times over the next six months. But before engagement comes the install.
“The CMO is becoming the CGO, the chief growth officer, which is especially true at ecommerce companies,” Kulkarni said. “There is the growing expectation that this person will raise demand and show an improvement in the business and the bottom line.”